7 Tips for Writing Facebook Ads that Convert (w/ Examples)

7 Tips for Writing Facebook Ads that Convert (w/ Examples)

Like many types of advertising, a Facebook ad is only as good as its copywriter.

You could be promoting a high-converting campaign from MaxBounty and have an endless budget to work with, but if your copy is weak, you can expert your conversions to be too.

Learning to write better Facebook ads requires you to learn both classic copywriting skills and a few new-age tips. We put together the seven that have the greatest chance of improving your ad writing skills in the shortest amount of time. We also threw in some examples of big brands using our suggestions in their own Facebook ads.

Let’s forget about targeting, split-testing, and ad platform features for a day and focus solely on writing great Facebook ad copy.

1. Spark some curiosity

Giving users a reason to click on your ad will make them more likely to click on your ad. Seems obvious enough.

The goal here is to create enough intrigue that the user feels like the story of your ad is incomplete. By clicking on your ad, they get to discover the ending.

However, there’s an importance balance to keep in mind.

If you go too far into blatant persuasion, you’ll enter the realm of click bait. This will make your ad come off as illegitimate and untrustworthy to most users. If Facebook notices, you could even face penalization.

Congratulations, you caught someone’s attention but unfortunately it was Facebook’s compliance team.  

Here’s how to do it the right way.


Notice the last bit of copy in the above Lulu Lemon ad: “gift ideas packed with possibilities”  

A line like that automatically makes the brain ask itself: “What gifts?” “What possibilities?”

It creates intrigue, and that’s one of the most powerful ways to get a user to your landing page.

Try to utilize the same approach by putting the “ending” of your message on your landing page. Just remember to lose the “You won’t believe what happens next!”.  

2. Use simple language

Eight seconds. That’s the average Facebook user’s attention span according to a recent study.

It’s time to avoid the thesaurus and forget your impressive vocabulary, you need to keep things simple.

The best approach is to write short sentences that clearly communicate your message. Every word should have a purpose.

When possible, you can also use numbers to communicate information efficiently.

Many users will not read every word in your copy. They’ll just skim through and process what they deem important. Numbers are almost guaranteed to be one of those things as they’re so easy for us to mentally consume.

Instead of saying “This product works twice as quick as its previous version.” you should say “This products works 100% quicker than its previous version.”  Your message of increased product speed will be understood sooner with the latter approach, and time is of the essence in digital avertising.


Although the copy is a little long. The above IKEA ad utilizes simple language and numbers to delivers its message.

The Question > Quick Answer > Stats > Call to Action structure has a natural flow when you read it, and each component makes sure not to overstay its welcome.   

3. Communicate urgency

Procrastination can plague us all. To loosen its grasp, we sometimes need a little extra motivation.

You want your ad to coax your audience into acting now rather than later. That’s accomplished through copy that conveys the need for urgency.

You want to hit the user with just the right amount of FOMO so that they feel the need to enter your sales funnel immediately.

Here’s a few ways you can do that:

  • Use words that create a tightened sense of time like “now”, “soon “, and “today”
  • Use a call to action with a limited life span like “sign up before time runs out”
  • Use lines that elicit a fear of missing out like “it’s your last chance” and “don’t miss out”


This ad from Sephora goes all in on the FOMO approach, even using the term directly in the copy. It’s short, to the point, and succeeds at creating a sense of urgency by directly telling the user not to miss out on brand new products.


4. Ensure your ad is cohesive

Many Facebook ads fail because there’s a disconnection between the copy and ad image. This can confuse the user and mae them wonder what exactly is being advertised. That’s a conversion killer.

Fortunately, although a frequent and costly mistake, it’s one that’s easy to avoid.  

Here’s a simple exercise you can do to ensure your ad image and copy are always a match made in heaven:

Read over your copy and then write down the first five images that come to your mind when doing so. If possible, ask a friend to now do the same. If your image does not contain any components that immediately came to you and/or your friend’s mind, it’s likely that your ad lacks cohesion.


The copy in this La-Z-Boy ad makes you envision a festive, warm, and inviting living room with a comfy couch as its centerpiece. The image delivers exactly that. It then ups the ante by adding a dog and blanket. It’s the epitome of cozy.

It works because the two components perfectly connect. The messages being conveyed in each are synonymous with each other, avoiding any confusion about the ad’s trying to say.

5. Focus on the user

It’s understandable to think that users want to know why a product is great. If they’re aware of its cutting-edge technology or low price-point, then how can they not click buy, right?

Not exactly.

Promoting the features of a product or service simply doesn’t catch eyes. That’s because you’re not including the user in your message. They’re not a character in your story and that’s just not very exciting.

Instead, let them know what’s in it for them.

Focus on communicating the true value of what it is you’re promoting and the positive impact it can have on the user’s life.

Use “You”, “Your”, and “You’re” in your copy so that they see themselves as the main character of your story.


This ad from Fender Guitars does a great job of keeping the focus on the user.

It clearly communicates how they would benefit by whats being advertised, while lines like “find your perfect bass” and “fit your style and need” ensure the user feels accommodated.

The simplest way to remember this is benefits > features.

6. Use Emojis

Emojis are great at accomplishing two things that are important in any Facebook ad:

  • Drawing attention to your ad copy
  • Saving you space by communicating something quickly through an image

They can also personalize your ad, making the user feel like they’re receiving a message from a friend rather than an advertiser.

The only time we don’t recommend using them is if your ad deals with serious subject matter. It’s probably best to leave them out of your copy if you’re advertising a funeral service…


This Dunkin’ Donuts ad effectively uses emojis to communicate important elements of its message. The present emoji hits on the gift-giving angle while the coffee emoji reinforces the product that’s being advertised.

Try using emojis in a similar fashion in your next ad.

7. Use a single call-to-action.

You’re likely already aware that a strong CTA (call-to-action) is arguably the most important component of any ad. However, it is possible to over think this crucial element to the point where the user is confused about what you want from them.    

To avoid this mistake, determine a singular CTA and stick to it.

If the goal of of your ad is to get someone to sign up, ensure you use language that reinforces that request.

A good place to start is determining which Facebook button you will use at the bottom of your ad. You can then use that to guide your call-to-action in the actual copy.


It’s clear that the purpose of this Microsoft Store ad is to get users to register to their virtual winter camps. The word “register” is even used twice, both at the end of the body copy and in the call-to-action area at the bottom.

The “Learn More” button works well enough, but this ad could have potentially been approved by using the “Sign up” button. This would have fit better with the register-based CTA in the rest of the ad.

Try any or all of these strategies when writing your next Facebook ad to create persuasive, clear, ad copy that increases conversions.

Building Landing Pages That Convert with Instapage

Building Landing Pages That Convert with Instapage

One of the greatest things about the internet is that technology is progressing all the time — thus making once complicating tasks, now extremely easy. A perfect example of this can be seen with landing pages. This process used to be quite complex, with the site owner or marketer needing to design the page in one program, code it in another, then connect it to a mailing list and upload it to the internet. In short, it was a huge headache.

Now anyone can go live with a landing page of their own in just minutes. Not only is the process a million times easier and faster, it’s also much more effective as well. Thanks to solutions like Instapage, going live with a landing page of your own is as simple as selecting a pre-designed template of your choice, clicking on your list host (or other data provider), then going live with your page. However, this landing page solution goes so much further than just providing a WYSIWYG page editor. In this article, we are going to take a look at how Instapage is changing the industry and making the concept of landing pages easier and more effective than ever before.

The Ultimate Landing Page Solution

Whereas other types of web pages may simply need to present some information or achieve a certain brand-appropriate aesthetic, the singular purpose of a landing page is paramount: conversion. And Instapage says that it boasts an average conversion rate of over 25%.


At its most fundamental level, Instapage aims to provide an easy to use and intuitive platform for launching landing pages. Whether you’re trying to capture emails or get potential customers to click that all-important “buy now” button, landing pages created with Instapage are geared toward conversion.

You never need to see a single line of code, because the landing page creator with Instapage lets you add advanced layers of functionality with a simple click-to-add interface. All landing pages are 100% mobile responsive and completely customizable unlike many of the other options on the market.

With its remarkably robust feature set, Instapage is truly impressive and it would be impossible to go over all of them within the confines of this review. We will highlight some features that are particularly noteworthy.

To walk through the many benefits of Instapage and see how easy landing page creation and customization can be, check out the short video below.

It Works with What You Already Have

A common challenge you may encounter with some other platforms is that it can be frustrating to integrate your landing page with existing services you might be using. That’s not a problem with Instapage.


Instapage has been designed with a number of integrations built right into the system. Want to set up a landing page that will capture email addresses for your AWeber or MailChimp mailing list? Not a problem. Want to import the form data into Salesforce or Zoho CRM? It can do that too.

It also works with marketing automation solutions like Infusionsoft, webinar tools like GoToWebinar, common analytics platforms like Google Analytics and Kissmetrics, and publishing platforms like WordPress and Drupal. Plus, one of the most exciting integrations Instapage offers is with Zapier, which marketers of all skill levels are discovering is saving them a ton of time and effort. With all of these integrations, there’s no digging into code or frustrating yourself with getting your landing page to gel with the systems you already have in place.

Getting Started Is Easy


The easiest way to get started is to choose from the over 120 pre-designed landing page templates. Some templates are more conducive to video, some may be more suitable for the long sales letter, but all are completely customizable and mobile-responsive. They have also been optimized for conversion.


After selecting a pre-designed landing page that fits your brand or message, you can then proceed to the landing page editor where you will have full customization control over the full design. In addition to selecting a pre-designed landing page, you can also create one of your own from scratch.

Click to Add, Adjust, and Optimize

As mentioned, you never have to touch a single line of code when you create your landing pages with Instapage. Whether you start with an existing template or you create your own from scratch, the various elements of your landing page can be easily added, moved and removed with a quick click of the mouse.


You can see here that each of the editable elements is highlighted in a colored outline. When I click on the “Start My Free Trial” button from the provided template, a series of buttons appear above it for me to delete, duplicate, or arrange the button, as well as to edit the CSS style or to define the click event. The round nodes make it easy to resize the button too.

Leverage the over 5,000 fonts available through the Google Fonts and Adobe Typekit integration. Choose from over 33 million royalty-free stock photos from Bigstock. Implement widgets for video, countdown timers, images and more.

Designing a landing page is going to take some time, of course, so be patient as you familiarize yourself with all the possibilities. Overall though, you’ll find it’s the most intuitive platform of all the options available.

More advanced users don’t need to feel restricted or confined either. Instapage allows you to utilize custom code (HTML, CSS, and JavaScript) to build more functionality into your page, like remarketing. You can utilize dynamic text replacement, pre-populate landing page fields based on forms filled out on other landing pages in the network, and integrate multi-step forms, too.

No Limits to Your Potential

If you’re going to optimize your landing page for conversions, you’ll want to compare multiple variations for the best possible results. Depending upon the plan that you choose, Instapage will provide you with unlimited A/B split testing, complete with full performance tracking through the built-in analytics.


You’ll also notice that all pricing plans offer unlimited pages, unlimited visitors, and unlimited domains. There are no limits to your possibilities. The main differences between the $39/month basic, $69/month professional and $149/month premium plans is in the some of the specific features included. You’ll need at least the professional plan to get the unlimited split-test variations and you’ll need the premium plan for brandable lead notifications and custom web fonts.

Other big, value-adds the Premium plan offers are unlimited sub-accounts, a one-on-one on-boarding consultation, and an expert design review. The design review is a great way to learn directly from an Instapage conversion expert proven ways to improve your landing pages and get your conversion rates to skyrocket. The sub-accounts are especially useful for agencies and professionals who may be designing and publishing landing pages for clients. The projects can then be separated for each client, providing different permissions as you see fit.

Maybe you’re not sure if Instapage is right for you? Then, take them out for a free, no obligation test drive. A trial account costs you nothing and they don’t even ask for a credit card. They are that confident you will love what you see. Start building those landing pages right now and see just how far your business can grow.

Instapage Affiliate Program

In addition to everything else covered here, it’s also important to note that Instapage has an excellent affiliate program of their own as well. With such a premium and well-known landing page solution, it shouldn’t be hard for site owners and marketers to earn additional revenue by recommending the service to their friends and site audiences. Benefits of the affiliate program include:

  • Earn 50% revenue share on the first month
  • Earn a 30% lifetime revenue share
  • Weekly automated payments
  • Get a referral link
  • Personalized marketing material

Whether you are looking to create professional and customizable landing pages of your own, or simply looking for another premium service to recommend to your audience… Instapage is one of the top names in the industry when it comes to landing page design and optimization. Be sure to include their name into your marketing and business arsenal.

Click here to create an account with Instapage.

12 Design Tips to Convert More Customers on Your Homepage

12 Design Tips to Convert More Customers on Your Homepage

Your homepage is easily the most important element of your brand’s website. It’s the first thing visitors see when they click on your URL, and you don’t have very long to make an impression: Users typically leave a webpage within 10 to 20 seconds unless they see something worth sticking around for.

A well-designed homepage that quickly and clearly presents your brand’s most important information, value proposition and call to action can encourage higher conversion rates. We asked 12 members of Young Entrepreneurs Council to share some smart design elements that will turn online prospects into paying customers.

1. A Question and Answer Section

Most people are lazy. Ninety-nine percent of your customers won’t email, chat or call to ask you their deal-breaking question. If they have a question in their head that’s unanswered by your page, they’ll simply go elsewhere. Which questions should you answer? To make a list of questions, look through your past conversations with customers and use AnswerThePublic.com with your brand name.

Kevin Tao, NeuEve

2. Multifunction Live Chat

An interesting live chat module holds the key to conversions. Live chats are inexpensive to maintain and are excellent data mining sources. The utility of the live chat goes beyond converting paying customers as it assists in tracking feedback to improve upon existing products and create new products or services. You gain clients with customer service.

Matthew Capala, Alphametic

3. An Exit Intent Pop-Up

Nothing is more frustrating than watching thousands of readers come to your website and not take a single action on it. With exit-intent technology, you’re able to capture a reader’s attention right before they leave your site. As soon as the mouse starts to glide over to the back arrow, a pop-up will appear asking the visitor for their email address.

Syed Balkhi, OptinMonster

4. A Large Call to Action

Each page of your site should have a clear, large call-to-action button. This may seem obvious, but often business owners get bogged down adding so much language or information that they lose sight of the end goal, which is for a customer to click and make a purchase.

Rachel Beider, Massage Greenpoint, Massage Williamsburg

5. A/B Test Versions

We’ve learned some of our greatest insights about our homepage conversion by A/B testing particular elements on our homepage, such as the image, header copy and even the text in the call-to-action button. These tests have been instrumental in helping us to test our hypotheses and make changes using a data-driven approach.

Mark Krassner, Expectful

6. Good Testimonials and Case Studies

Customers want to feel like they’re making the right decision when buying something from you. Make your testimonials look amazing and invest in building the right case studies. If a customer can’t find someone who feels good about their experience with you, they won’t feel good about their own.

Francois de Lame, Policygenius Inc.

7. Striking Images

A lot of websites are beginning to follow Apple’s lead: striking imagery and minimalist design. With easy pathways to navigate toward important product pages and a clear CTA, you don’t need all of the flashy design and interactive elements of a good site. Don’t rely on stock photos; use that new iPhone camera to take powerful images related to your business for the homepage.

Kristopher Jones, LSEO.com

8. A Promotion Button

Put a promotion button on the homepage that takes them to a great deal and allows them to immediately close the deal and pay for it. The faster you get it in front of them and the easier you make it, the more you will convert.

John Rampton, Calendar

9. A Free Downloadable Form

By offering a free downloadable form, you are prompting visitors to enter their contact information in exchange for helpful information that’s related to your line of work. This is a great way to grow your mailing list.

Derek Broman, Discount Enterprises LLC

10. A Simplistic Layout That Draws the User’s Eye

The best way to convert more online prospects into paying customers is to remove the noise. Make sure your homepage clearly defines where the user’s eye should go and what the call to action is. Keep it simple and make sure you are focusing on the main goal when designing and not getting lost in the little things.

Jayna Cooke, EVENTup

11. A Featured Video

Adding a featured video on the homepage of your website can encourage visitors to stay longer. You’ll see your bounce rates decrease, an increase in conversions, and it will also make your website more trustworthy and distinctive. Highlighting your product or service benefits is key. It’s a great way to communicate a message and turn it into a concise, coherent format for users.

Solomon Thimothy, OneIMS

12. Your Phone Number

It sounds simple, and yet many businesses don’t do it. The benefit of adding this number is twofold. First, it gives your customers a fast way to contact you, which is great for closing time-sensitive deals. The other benefit is in building trust. Knowing there is a number they can call if something doesn’t go as expected removes a barrier for many people.

Baruch Labunski, Rank Secure

Create an Amazing Home Page to Instantly Gain the Attention of Your Audience

The home page of your site is going to be extremely important and not something you should just go live with an hope to develop over time. In short, this is your chance to make a great first impression to your audience and customers around the world — so don’t blow it! If you are using WordPress to power your site, then you will likely find it quite easy to customize the look and feel of your site. If you still find there are some customizations that need to be made, simply hire a designer and it can make the world of a different for your site and brand.

If you enjoyed this expert roundup, I highly recommend you check out another one which asks 83 online marketing experts the question “How Do I Start a Successful Blog?“. If you don’t already have a website or blog of your own, follow my guide to get started with one tod